Why pharma should market drugs for rare diseases

For brands willing to put in the marketing effort, the rare diseases market offers untapped financial rewards. Compared to blockbuster drugs that are used by a large swath of the population, niche drugs utilized to treat rare diseases have a much smaller target audience.

As the drug market for rare and uncommon diseases is expected to grow to $262 billion by 2024, per a report from EvaluatePharma,, pharma manufacturers with pertinent treatments will need to develop niche campaigns that leverage trust and efficacy to appeal to physicians who treat these uncommon conditions.

Understanding opportunities in the rare diseases market

Finding opportunities in the rare diseases market may not be as much of a challenge as it appears at first glance. In fact, a lack of treatment options may not even be a limiting factor. For example, the World Health Organization reported nearly 200,000 cases of leprosy in 2016, despite the availability of effective treatment. In other words, a pharma company may already own a developed and approved treatment for a rare disease, but may not currently market it due to a perceived lack of demand. Identifying that demand could lead to previously obscured opportunities to market to a niche audience.  

By definition, a rare disease is one which affects fewer than 200,000 people globally, and the likelihood that the majority of patients live in the same region is varied. For example, many rare diseases exist in Africa, which have been all but eliminated in North America. Pharma companies will have to look for opportunities that they can leverage with a narrow, physician-focused campaign.

With uncommon symptoms and diagnosis, the target population for a rare disease may be larger than perceived.

Overcoming challenges common to rare disease marketing

Marketers who look at the rare diseases space may get frustrated by the low numbers of potential patients for each condition. However, the actual number of patients may be higher than perceived. According to a report from the European Medicines Agency, between 5,000 and 8,000 rare diseases exist, affecting between six and eight percent of the population of the European Union. That's a market of up to 40 million people.

Spreading awareness about rare disease therapies may also be easier than marketers would think. Often, patients with uncommon conditions are supported by specialty advocacy groups. Specialist physicians are often involved with these organizations. Leveraging these communities to market a new or existing treatment may require a much smaller investment, compared to a national campaign.

Building a campaign that speaks to physician stakeholders

The very nature of the rare disease market means that marketers will have to communicate with a much smaller pool of specialist physicians, compared to more common ailments. For example, BioPharmaDive reported that when inVentiv Health marketed its primary bilary cholangitis treatment, the company estimated it could reach 30 percent of the patient population by targeting 700 hepatologists and gastroenterologists in the U.S.

Once marketers have identified their audience, their campaign can use in-depth knowledge and insights to convey a message that is relevant to the target audience. In some cases, marketers may be even able to personalize messaging down to an individual provider.

Advertising a rare disease therapy within a specialty, peer-reviewed journal is an effective way to gain the trust of a targeted physician audience. Medical practitioners utilize peer-reviewed journals as sources of reliable medical information. Placing an ad in a specialty periodical supports vital research while getting a message in front of a highly relevant audience.

Physicians who treat instances of rare diseases read Elsevier journals for the latest research and news regarding their specialties. To learn more about how display advertisements can increase the reach of your next campaign, schedule a conversation with an expert consultant today.